Summary of Jonah Sachs's Winning the Story Wars , livre ebook

Everest Media LLC - Everest Media

Découvre YouScribe en t'inscrivant gratuitement

Je m'inscris

Obtenez un accès à la bibliothèque pour le consulter en ligne
En savoir plus

29 pages

English

Vous pourrez modifier la taille du texte de cet ouvrage

Obtenez un accès à la bibliothèque pour le consulter en ligne
En savoir plus

A propos
Informations
Extrait

Description

Please note: This is a companion version & not the original book.
Sample Book Insights:
#1 The old models and the new ones vying to replace them do not provide the channels to audiences that marketers desire. To cross the chasm, marketers must be constantly fresh and original, and earn their place in the minds of those they wish to influence.
#2 The broadcast model, in which marketing is seen as a tolerable intrusion into the content audiences want, is fading away. Adapting to this new reality will be painful, but it will also give marketers the opportunity to be something more than just an intrusion into people’s lives.
#3 The broadcast tradition is the process of information beginning life in the mind of its creator, then making the jump into a machine that few people have access to. Because these machines are expensive, access to them is exclusive.
#4 The oral tradition is the source of ideas, and it is far less prescriptive than the broadcast tradition. Ideas in the oral tradition must replicate themselves from one listener to another, and they must keep their meaning intact.

Sujets

Marketing

General

Business

Economics

General officer

Marketing et communication

Informations

Publié par	Everest Media LLC
Date de parution	17 mai 2022
Nombre de lectures	0
EAN13	9798822514171
Langue	English
Poids de l'ouvrage	1 Mo

Informations légales : prix de location à la page 0,0100€. Cette information est donnée uniquement à titre indicatif conformément à la législation en vigueur.

Extrait

Insights on Jonah Sachs's Winning the Story Wars
Contents Insights from Chapter 1 Insights from Chapter 2
Insights from Chapter 1

#1

The old models and the new ones vying to replace them do not provide the channels to audiences that marketers desire. To cross the chasm, marketers must be constantly fresh and original, and earn their place in the minds of those they wish to influence.

#2

The broadcast model, in which marketing is seen as a tolerable intrusion into the content audiences want, is fading away. Adapting to this new reality will be painful, but it will also give marketers the opportunity to be something more than just an intrusion into people’s lives.

#3

The broadcast tradition is the process of information beginning life in the mind of its creator, then making the jump into a machine that few people have access to. Because these machines are expensive, access to them is exclusive.

#4

The oral tradition is the source of ideas, and it is far less prescriptive than the broadcast tradition. Ideas in the oral tradition must replicate themselves from one listener to another, and they must keep their meaning intact.

#5

The power of stories is that they can be told as vast epics from the birth of a character to his death, or they can be invoked with a single image. Wherever you find human-scale characters playing a larger role than facts or proclamations, you’re in the presence of a story.

#6

The stories that will succeed in the digital era are the same standards as all oral tradition stories: they will be bruised and battered in transmission, but their core message will be powerful, resonant, and resilient.

#7

The Story of Stuff is a twenty-minute viral hit that explains the perils of overconsumption. It was produced by my studio, and it was never about the devil. It was about human beings and how we consume. But for Glenn Beck, it was about the perils of overconsumption, and he featured it more than two dozen times on his show.

#8

Beck is a master marketer who has catapulted himself to unprecedented success. He is a brand, and he doesn’t think you can make a difference in today’s world without being ubiquitous.

#9

The Story of Stuff, which was a lecture turned into a cartoon, was uploaded to the Internet and went viral. It reached well over 15 million people.

#10

The Story Wars explain why some people are opposed to the message of The Story of Stuff. It challenges the assumptions of our economic system and its purpose, which is growth.

#11

The Story of Stuff is a coherent mythology that provides explanation, meaning, and story in a neat package. It starts with the pursuit of the good of the individual being freedom and virtue, while the pursuit of the good of the collective being tyranny.

#12

The story of Glenn Beck and Annie Leonard demonstrates that success in the wild digital era is possible. Both of them have tapped into the power of appealing to higher values and a need to get engaged with something larger than oneself.

#13

The most critical fights in shaping a society’s future are fought over stories. marketers must be aware of this, and how the power of stories can be used to change people’s behavior.

#14

The battlefield of the story wars has moved from the church to the marketplace. With marketers in charge, the rise of the digitoral era has created a crisis. The traditional ways no longer work, and marketers must evolve or die.

#15

The five deadly sins that doom us to defeat in the story wars are vanity, authority, insincerity, puffery, and gimmickry. You must confront these sins if you want to become a master marketer.

#16

The best way to market your brand or cause is to have confidence in it, and to be willing to share it with others. But the sin of vanity sets in when you love what you’re selling so much that you assume everyone else will too.

#17

The sin of vanity kills stories because it makes the hero of your own story. This makes your audience only see you, not the situation they are in. Instead of focusing on yourself, focus on your audiences and the needs they have.

#18

The more powerful we believe our facts to be, the less we remember to make an emotional connection with our audiences. This gives us the false impression that we can get by without a story.

#19

Hansen’s story shows that for him, and for the rest of us, relying on our own expertise and deeply held beliefs in the facts just won’t cut it.

#20

The sin of insincerity is the flip side of the sin of vanity. The vain marketer can't stop talking about himself, while the insincere marketer can't stop losing herself in hopes of pleasing her audience.

#21

The problem of insincerity comes down to the fact that great stories are universal because humans have more in common with each other than we think. Start with the truth and appeal to your audiences as human beings.

#22

The sin of puffery is when a marketer tells his audience what to think, instead of letting them form their own opinions.

Univers
Ebooks
Livres audio
Presse
Podcasts
BD
Documents

Summary of Jonah Sachs's Winning the Story Wars , livre ebook

Marketing

General

Business

Economics

General officer

Marketing et communication

YouScribe

Le catalogue

Le service

Les conditions